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Better Audience Info for NZ Sites
Internet audience specialist Nielsen//NetRatings has enhanced its Market Intelligence system for New Zealand. Expanded demographics about site visitors now includes geographic location and online purchasing behaviour.
In the highly fragmented New Zealand media environment, the accountability offered by online media is increasingly attractive to marketers seeking to reach tightly defined target audiences. Standardised visitor traffic information has been available in NZ since 2002, including details about site visitors' age, gender, household income, occupation, and nationality.
Purchasing information includes what involvement each visitor has in their household's grocery shopping, and their activities online. 'We've worked closely with the key industry players on this development', says NZ MD Mark Ottaway. 'The online industry has shown real commitment to developing the market and Nielsen//NetRatings is happy to be an active participant'. The company worked in consultation with the NZ Online Publishers Group (Xtra, Fairfax Interactive, TVNZ, IDG, NZHerald, ACP and Vodafone), and representatives of CAANZ and The Internet Bureau in developing the demographic survey used to collect this information.
Clients like Lee Williams, Group General Manager, Trader Group (ACP Media New Zealand), say the new information is not just useful, but vital: 'Being able to analyse and report back to both our advertisers and partners with time sensitive detailed information about web site visitors is critical to the on-going growth and competitive advantage of our online business'.
Nielsen//NetRatings, formerly RedSheriff in New Zealand, is a sister company to ACNielsen and Nielsen Media Research, and is online at www.nielsen-netratings.co.nz
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